While franchises are still just a fraction of the company’s revenues, CEO Lloyd Sugarman explained in this video from last year’s International Franchise Expo how souped-up franchised trucks could create a low-cost option for entrepreneurs and help the brand grow. This year, the SoupMobile venture will be championed by former athlete Shaquille O'Neal as the company’s partner and strategic adviser. 100 additional vehicles are planned by 2019.

Food trucks could provide an important pivot for food businesses of any type. Watch Sugarman discuss the initiative in greater detail in this video.